Atomberg: Building Fan-tastic brand associations‍

Kranthi Kumar Panikera has been fondly known as India’s ‘drill man’ for his pursuit of the daring. His most recent feat, however, has put him on the world stage; a new Guinness World Record for stopping 57 electric fans in under 1 minute… with his tongue! So naturally, for Atomberg, India’s #1 BLDC fan brand, the collaboration was one made in heaven. Given the fleeting nature of these moments, timely execution was the key to remaining relevant in the consumer’s mind. So we made sure the buzz keeps going with an entertaining piece of content!

To learn more https://www.springmarketingcapital.com/our-work/all/building-fan-tastic-brand-associations

You can find case studies of the work we have done here https://www.springmarketingcapital.com/our-work/all

Spring was founded in 2019 and celebrates its birthday in January. We turned 6 in 2025!

The majority of Spring’s team is based out of Mumbai and Bangalore.

We’re not an army. And never will be. We want to be a few good people. A few very good people. Small teams attacking big problems – that’s the way we see ourselves. Currently, Spring has a total of 30 employees across functions and leadership.

Thanks for your interest in working with us! Head to the link https://springmarketingcapital.com/contact-us/career-opportunities and share your profile with us. We will get back to you if something relevant opens up. Thanks again for your interest in being a part of our team.

Spring was co founded by Arun Iyer, Raja Ganpathy, and Vineet Gupta in 2019. United by the vision to build the future brands of India, the founders bring a diverse skill set to the table. A little bit about each founder:

Arun Iyer - Arun Iyer has been in Advertising forever. Ok, not forever, but about 20 years. 16 of them in Lowe Lintas, one of India’s leading advertising agencies and the last 6 of them as Chief Creative Officer and the Chairman of the company. Arun has creatively impacted multiple brands in this country, ranging from startups to large multinationals. His biggest joy comes when this creativity can change the fortunes of the brands he works with.

Raja Ganapathy - Raja has worked with founders for most of his working life of 29+ years. First with Ogilvy and Brand David, his defining stint was with Sequoia India, where as CMO, Raja worked with founders from different stages. The founders he worked with at Sequoia brought a variety of diverse opportunities and challenges to the table and helped Raja decide what he wanted to do with the rest of his life – work closely with founders and founding teams. His raison d’être is to look at business challenges through the lens of marketing with a skin-in-the-game, long term approach to help build the brands of tomorrow.

Vineet Gupta - Vineet co-founded and built a digital marketing agency at a point in time when the category did not exist and ‘Digital’ was far from being the ubiquitous word it has become today. The agency he helped create – 22 feet – became a pioneer in the business, and was acquired by the Omnicom Group. In turn, Vineet went on to become the CEO of the DDB Mudra group. For Vineet, making brands tick in the dynamic, digital world of today makes him tick, and that’s what he is doing at Spring today.

Click the link to learn more about our founding team https://springmarketingcapital.com/our-team

Spring was founded 5 years ago and we have been consulting with consumer-facing brands since then. Our consulting team has decades of experience across functions, allowing them to tackle a variety of brand and business challenges. Click here to meet the team https://springmarketingcapital.com/our-team

We like to keep things diverse! As a result, we have worked with companies across industries such as Healthcare, FinTech, EduTech, FMCG, and Personal Care & Wellness. For a full list, click here https://springmarketingcapital.com/portfolio

You can find case studies of the work we have done here https://www.springmarketingcapital.com/our-work/all‍You can also see more snackable versions of our work on our Instagram https://www.instagram.com/springatwork/?hl=en

We have curated a relatively small team of around 30 eclectic professionals from different domains of the marketing ecosystem. These include brand strategists, copywriters, content creators, ethnographers, UX specialists and product managers. We intend for our team to always be small and efficient - a few good people, not an army - is central to our work culture.

Click on the link to meet the team https://springmarketingcapital.com/our-team

We have largely worked with Indian consumer startup brands. Over the past 5 years, our portfolio consists of work done with over 50 founder-driven consumer startups. These include Wakefit, Atomberg, Tata 1mg, Urban company, Country Delight, mCaffeine, Mosaic Wellness amongst others. While we primarily work with startups, we occasionally work with known brands (if the project is exciting) such as Levis, HUL and Titan.

Click the link for a full list of brands we’ve worked with https://springmarketingcapital.com/portfolio

Early Spring is open to leading, co-leading, or co-investing to partner with companies at an early stage. For the Spring Fund which invests in growth stage companies, we are not restricted by the funding stage or round. However, we will never be the first institutional investor in a company and ideally will invest along with one of our identified partner VCs.

Kaushik Dasgupta heads investments at Spring. Previously, Kaushik led the consumer and consumer tech business for Investec. He comes with vast experience having worked on numerous consumer companies like Biba, Wonderchef, Enrich, ID Fresh, Wow Momo, Chai Point, Teabox, Duroflex, Girnar, Kishlay Snacks, among others.

Antara Raychaudhury heads the Early Spring Fund and works closely with Kaushik. Antara has donned multiple hats in her career - she started as a management consultant at Boston Consulting Group and then joined Acko, a fast-growing insurtech in India, to launch its health insurance vertical. In her most recent role, she was part of Surge’s investment team at Peak XV (formerly known as Sequoia Capital India), investing across consumer brands, fintech and healthcare.

To meet the rest of the investment team, visit the link https://springmarketingcapital.com/our-team

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At Spring, we invest in companies that show early signs of achieving product market fit (PMF) through our early-stage fund, or those that have achieved PMF through our growth-stage fund. For us, valuation ranges are secondary, and the focus is on partnering with companies which are solving real consumer needs while maintaining margins at scale.

Our team has over 30 members, offering expertise in areas like strategy, research, communication, design and UI/UX.

Meet the team here https://www.springmarketingcapital.com/our-team

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Apart from being a financial investor, we work with the founders and the management team of our portfolio companies to help build and grow their brand through advisory on brand strategy, communication, design and UI/UX.

For more information on our marketing value-add, check out this link https://springmarketingcapital.com/marketing-value-add

You can write to us at investments@springmarketingcapital.com or share your story here, https://springmarketingcapital.com/contact-us/pitch-to-us.

A traditional VC firm may invest capital in a company, required for its growth. However, our model involves not just investing capital in a company but also offering strategic advisory in the form of brand and marketing-led expertise.

We typically invest exclusively in consumer-facing businesses, so we don't usually consider B2B companies for investment.

Since Spring was launched in 2020 and Early Spring was launched in 2023, both our funds are still in their investment cycle. The only complete exit from Spring Fund so far has been from Bewakoof, as part of the brand’s acquisition. Further, we made a partial exit from Purplle in 2024.

Across the two funds, we have invested in over 15 companies. The active portfolio from the growth stage fund includes brands like Purplle, Mosaic Wellness, Niyo, Dezy, Jar, Leverage Edu, Agilitas, and Giva. The portfolio of the early-stage fund, launched in 2023, includes Hyuga Life, Cava, Floryo, Hoop, and Troovy - an early-stage health & wellness platform.

The Spring Fund invests in companies that are looking to build brands in India. The fund targets consumer-facing businesses in sectors like consumer goods and services, financial services, healthcare, and technology.

The early-stage fund invests in companies that are at the seed or early growth stage of their life cycle. A significant proportion of the fund will be targeted towards investing in companies engaged in sectors such as home, personal care, health & wellness, food & beverages.

Visit our multimedia website for a full list of brands we have worked with https://springmarketingcapital.com/portfolio

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We aim to invest INR 10-12 crores in each of our investee companies from the Spring Marketing Capital Fund. We aim to invest INR 5-15 crores in each of our investee companies from the Early Spring Fund, with additional follow-on investments in some portfolio companies.

To learn more about Spring’s funds, check out the link https://springmarketingcapital.com/the-fund

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Spring Fund, investing in growth-stage companies, is an INR 145 Crore fund. Early Spring Fund, investing in early-stage companies, has a corpus of INR 300 Crore.

To learn more about Spring’s funds, check out the linkhttps://springmarketingcapital.com/the-fund

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We have two funds that invest across early and growth stages. The early stage fund is called Early Spring Fund, and the growth stage fund is called the Spring Fund.

To learn more about Spring’s funds, check out the link https://springmarketingcapital.com/the-fund

Through our early and growth stage funds, we’re looking to partner with companies that solve real consumer needs and believe in brand-led growth while maintaining healthy margins that scale. We invest in companies where marketing efforts are key for growth as we believe that the right brand intervention can catapult the business into high growth.

To learn more about Spring’s funds, check out the link https://springmarketingcapital.com/the-fund

Marketing capital is a term we coined. We hope it conveys our core philosophy - we do not intend to merely deploy capital, we believe that our marketing experience can serve founders as they navigate a rapidly changing and evolving consumer landscape. It encapsulates the strategic approach we take when investing in the D2C brands of tomorrow.

We’re glad you want to get to know us a little better! Spring is a skin-in-the-game investment firm that offers our marketing experience and expertise for the benefit of our founders. We invest in consumer-facing startups at the early and growth stages and offer marketing consultancy expertise to help grow brand and business. You can learn more with this link. https://springmarketingcapital.com/about

We’re glad you want to get to know us a little better! Spring is a skin-in-the-game investment firm that offers our marketing experience and expertise for the benefit of our founders. We invest in consumer-facing startups at the early and growth stages and offer marketing consultancy expertise to help grow brand and business. You can learn more with this link. https://springmarketingcapital.com/about

We aim to invest INR 10-12 crores in each of our investee companies from the Spring Marketing Capital Fund. We aim to invest INR 5-15 crores in each of our investee companies from the Early Spring Fund, with additional follow-on investments in some portfolio companies.

To learn more about Spring’s funds, check out the link https://springmarketingcapital.com/the-fund

To get in touch with us, check out the link https://www.springmarketingcapital.com/contact-us/all

The capital is not earmarked for marketing and can be used as the organisation sees fit. Our investment team helps guide brands in deploying their funds in the right places at the right time.

To get in touch with us, check out the link https://www.springmarketingcapital.com/contact-us/all

To get in touch with us, check out the linkhttps://www.springmarketingcapital.com/contact-us/all

Spring is a unique one-of-its-kind skin-in-the-game investment firm that offers marketing experience and expertise for the benefit of our founders. We invest in consumer-facing startups at the early and growth stages and offer marketing consultancy expertise to help grow brand and business. You can learn more with this link. https://springmarketingcapital.com/about

To get in touch with us, check out the link https://www.springmarketingcapital.com/contact-us/all

Spring is a skin-in-the game marketing capital firm. We seek to invest in the brands of tomorrow and offer our marketing expertise and experience to the founders we partner with. ‘Marketing Capital’ is a term we invented. We hope it conveys our core philosophy — we do not intend to merely deploy capital; we believe that our brand expertise can serve founders as they navigate a rapidly changing and evolving consumer landscape.

Our consulting team works on a plethora of marketing related projects. Below are some of the ways in which we partner with brands to help problem solve:

1. Communication and Visual Audit
2. Brand Identity & Design
3. Positioning and Proposition
4. GTM Strategy
5. Packaging
6. Consumer Listening & Insight Mining

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We have two funds that invest across early and growth stages. The early stage fund is called Early Spring Fund, and the growth stage fund is called the Spring Marketing Capital Fund. Spring Fund, investing in growth-stage companies, is an INR 145 Crore fund. Early Spring Fund, investing in early-stage companies, has a corpus of INR 300 Crore.

To learn more about Spring’s funds, check out the link https://springmarketingcapital.com/the-fund

Spring has two funds that invest in companies across early and growth stages. In addition to the capital, Spring also offers strategic advisory in the form of brand and marketing-led expertise.